Ask the Expert

Question
Do I have to use social media in my business?

Answer
When I was little, we had three major networks on tv, the local paper, the paper from the closest big city, a few radio stations, and Newsweek and Time magazines. That was how people got their news. We've come a long way, baby. The internet has changed things, not only for news distribution, but also for marketing.

In the same way that most companies use a combination of print and web marketing tactics, companies should begin to think about expanding their communications tactics to include social media. News and information is now distributed through multiple channels and media to a diverse audience. People are becoming increasingly responsive to multiple sources of information.

Rarely will your target audience all be using the same social media vehicles. How many do you need? That depends on who your audience is, where they are, what your resources and your goals are.

There are two main reasons to be proactive about using social media:

1. Your audience is out there. They are creating their own personalized cyber world with profiles, networks and messaging. They voluntarily log onto these web sites regularly to get updates. They ask to receive mobile text messages to stay in the loop. You can let them invite you into their personalized cyber world. That's powerful. Really powerful.
2. If you don't take control of your social media presence, your employees, customers or vendors may do it for you. And they most likely will not do it the way you want it done. If you are in the loop, you will be able to make sure the messaging stays on key, proactively promote priorities, and address any possible dissatisfaction before it spreads like wildfire. If someone else has already started an initiative, see if you can partner with them.

Question
How can I use social media in my business?

Answer
Here are some examples of how companies, organizations, and individuals can use social media. The examples are intentionally diverse to address as many situations as possible and to spark some creative thinking.

Federal Contractors Can Reinforce Relationships with Their Employees
In a cut-throat business where your employees are everything and loyalty shifts with the dollar, finding ways to strengthen employee ties are crucial. Career platforms are where professionals go to keep up to date on their careers and their networks. You want to be there as an essential part of their career. A group for employees with professional development discussions and posted job openings can demonstrate to your employees that you care about them, while at the same time showcasing your culture to job applicants.

Educational Institutions Reinforce Ties with Alumni
Alumni sites are springing up-alumni want to share memories of their experience, network for business and plan social activities. Instead of making them come to the campus or the campus web site, smart organizations are partnering with alumni to bring valuable content as well as networking opportunities to these online groups. Regional and on campus events, job openings, campus news and additional course offerings can all be promoted. Cornell has a large LinkedIn group.

Property Management Companies Communicate With Tenants or Prospective Tenants
AAn existing tenant group can serve as an additional vehicle to update commercial or residential tenants on service offerings, retail openings, maintenance and improvement schedules, neighborhood issues, safety concerns and building events. For potential tenants, read about ForRent.com successfully reaching out to the multifamily housing industry.

Professionals Look For a Job
Whether you currently have a job or not, social media can be a valuable tool for getting a new one. Here is one blogger's take on how to best approach the job hunt.

Destinations, Hotels, Resorts or Restaurants Keep In Touch With Loyal Customers
Staying in a room and eating food are very personal experiences. Many patrons like to feel they have a personal connection with their favorite places. They also like to be able to recommend their favorites to friends. Social media venues can announce specials, menu changes, staff changes, events, and give fans and members an opportunity to post pictures of themselves. Lifestyle destinations such as ski resorts, equestrian communities, or fishing retreats can encourage patrons to engage in discussions, or post photos or videos related to the theme. Visit Disneyland's or the Air and Space Museum's pages on Facebook or check out the Atlanta Foodies group on LinkedIn.

Manufacturers, Distributors or Retailers Increase Brand Loyalty
The classic hazelnut spread Nutella and the wildly popular Twilight both have Facebook pages.

Professional Services Providers Can Enhance Their Brand Image
Using discussions on LinkedIn, blogs, email newsletters and a variety of features on different platforms, professional service providers can demonstrate their abilities by asking and answering questions, posting links to white papers, commenting on breaking news or trends, etc. You are reading this one, aren't you?

Public Relations Campaigns Spread the Message
The best example to date is the recent presidential election. "There was no high-profile mobile marketing success story until Obama, at least here in the U.S." Read about the impact of Barack Obama's use of social media on the business world.

If you want to talk in detail about how social media can work for you, give me a call at 410-849-8095 or email me at molly@visionsmc.com.

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